Diet Watchers 2003

SUMMARY

As the overweight and obese population of the US and Europe grows, ever-greater numbers of people turn to dieting and the industry that surroundsit. However, the diet industry is threatened by consumers' loss of confidence in their claims regarding the effectiveness of various diets. The dietindustry needs to regain dieters' trust if it is to continue to thrive.

SCOPE OF THE REPORT

• Key data and detailed analysis of 8 leading country markets: US, France, Germany, Italy, The Netherlands, Spain, Sweden, UK
• Qualitative and quantitative examination of the drivers and inhibitors to dieting, attitudes towards the surrounding industry, and healthconcerns
• Specific action points detail strategies to regain the trust of consumers, which will ultimately increase the overall value of the diet market
• Category coverage includes bakery, confectionery, dairy, and soft drinks, with market data for the respective diet segments from 1998-2002,2003-2007

REPORT HIGHLIGHTS

In 2002, 64% of the US population and 46% of the European Union's population were obese. By 2007, this figure is expected to reach 68% and 48%,respectively. Of these, only about 1%-5% will achieve permanent weight loss.

Seventy-four percent of dieters believe that the effectiveness claimsof various diets and products are misleading or false. This leads to lower expectations and low confidence in their ability to lose weightpermanently, and more importantly, a distrust of the food and diet industry. Regaining this trust is vital.

Converting 5% of sporadic dieters topermanent dieters, by taking control of the provision of nutritional information, could mean a five-year CAGR in the US diet market of 5.5%, and aEuropean diet market CAGR of 5.9%, compared to 3.2% and 3.5% respectively, if it grew according to current trends.

KEY REASONS OT BUY THIS REPORT

• Find out what factors and attitudes determine consumers' dieting behavior
• Understand how best to fulfill consumers' unmet dieting needs
• Learn how to get consumers to purchase diet-specific products when not specifically dieting, raising brand profile and loyalty

TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY

Hot topic

The future decoded

Action points

CHAPTER 2 THE FUTURE DECODED

Introduction

The overweight and obese population

Body Mass Index distribution by geography and demographic

Childhood obesity

Eating disorders

Additional health implications of obesity

Trends in dieting

The dieting population

Types of diet

Reasons for dieting

Reasons for abandoning diets

Market sizes

The overall diet market

Diet confectionery market

Low fat bakery market

Low fat dairy market

Low fat fats and spreads market

Diet carbonates market

Regulatory overview

Conclusions

CHAPTER 3 ACTION POINTS

Seize new opportunities emerging from dieting and "health-oriented" fads

Take control of the dissemination of nutritional information

Lost consumer trust

Educating consumers

Segment and target the dieting population by lifestyle and need states

Future scenario – convert 5% of sporadic dieters

CHAPTER 4 APPENDIX

Additional data

Definitions

Research methodology

How to contact experts in your industry

List of Tables

Table 1: BMI distribution, by country, (% adults) 2002

Table 2: BMI distribution, by country, (millions adults) 2002

Table 3: Overweight or obese population by country, (% adults) 2002-2007

Table 4: Morbidity of obesity in youth

Table 5: Prevalence of main eating disorders in Europe, (%) 2002

Table 6: Risk factors associated with being overweight and obese

Table 7: Prevalence of the main co-morbidities within the obesity population, (%) 2001

Table 8: Dieting habits by gender, (% respondents)

Table 9: Diet type popularity, EU vs. US, (% respondents)

Table 10: Main reason for dieting by gender, EU vs. US, (% respondents)

Table 11: Dieters' main reasons for abandoning diets, by gender, (% respondents)

Table 12: Overall diet market by country, (US$m) 1998-2007

Table 13: European diet market by segment, (US$m) 1998-2007

Table 14: US diet market by segment, (US$m) 1998-2007

Table 15: The diet confectionery market, (US$m) 1998-2007

Table 16: The diet/low-fat bakery market, (US$m) 1998-2007

Table 17: The low fat dairy market, (US$m) 1998-2007

Table 18: The low fat fats and spreads market, (US$m) 1998-2007

Table 19: The diet carbonates market, (US$m) 1998-2007

Table 20: Dieting market, per capita expenditure ($), number (#m), market value ($m), split by dieting frequency, EU vs. US, 2002

Table 21: Scenario 1 – Dieting market, per capita expenditure ($), number (#m), market value ($m), split by dieting frequency, EU vs. US,2007

Table 22: Scenario 2 – Dieting market, per capita expenditure ($), number (#m), market value ($m), split by dieting frequency, EU vs. US,2007

Table 23: Diet food and beverage market size, by region, by scenario, ($m) 2002-2007

Table 24: Male BMI distribution, by country, (% adults) 2002

Table 25: Male BMI distribution, by country, (adults million) 2002

Table 26: Female BMI distribution, by country, (% adults) 2002

Table 27: Female BMI distribution, by country, (million adults) 2002

Table 28: BMI distribution, by country, (% adults) 2007

Table 29: BMI distribution, by country, (millions adults) 2007

Table 30: Male BMI distribution, by country, (% adults) 2007

Table 31: Male BMI distribution, by country, (adults million) 2007

Table 32: Female BMI distribution, by country, (% adults) 2007

Table 33: Female BMI distribution, by country, (adults million) 2007

Table 34: Population affected by main eating disorders in Europe, (\'000s) 2002

List of Figures

Figure 1: BMI distribution, by country, (% adults) 2002

Figure 2: BMI distribution, by country, by gender, (% adults) 2002

Figure 3: Overweight or obese population by country, (% adults) 2002-2007

Figure 4: BMI distribution, by country, by gender, (% adults) 2007

Figure 5: US obesity, by age group, (% population) 1998-2001

Figure 6: Weight status and weight-related attitudes and behaviors among adolescent girls and boys, (%) 2000

Figure 7: Dieting habits by gender, (% respondents)

Figure 8: Diet type popularity, EU vs. US, by diet type, (% respondents)

Figure 9: Main reason for dieting by gender, EU vs. US, (% respondents)

Figure 10: US weight control practices by BMI group, (% population) 2000

Figure 11: US fruit and vegetable intake, servings per day, by BMI group, (% population) 2000

Figure 12: Dieters' main reasons for abandoning diets, by gender, (% respondents)

Figure 13: Consumer reaction to obesity hype, by level of lifestyle restructure efforts

Figure 14: Manufacturer opinion of drivers of the rise in childhood obesity

Figure 15: A barrage of confusing information from the printed media

Figure 16: Prevalence of US advertising claims, (%) 2001

Figure 17: Consumer attitudes toward the diet industry, (% respondents)

Figure 18: Sainsbury' s campaign to educate children about healthy eating